Business Lingo Explained – ORM
by Yolandi Janse van Rensburg on 10/11/09 at 7:30 am
3 comments
Online reputation management, or ORM, has recently become quite a topic of conversation. It can easily be defined as the process of “measuring, monitoring and shaping conversations about your brand”, online. Quirk eMarketing explains this really good which involves a three step process:
Step1: Listening to what people are saying about your brand over all types of online media.
Step 2: Understanding what’s being said about your brand and why they are saying it.
Step 3: Interacting with your audience to lessen any damage to your brand that could occur as a result of negative feedback about your company, product or business methods.
On the web it seems people can say what they want, when they want, about who they want. With tens of thousands of websites, blog posts and chat rooms available, businesses can no longer afford to ignore the comments of their customers.
There are tools you can use to help you manage your reputation on the Internet. Quirk’s ORM software, BrandsEye, is one of many tools you can use to style your online marketing strategies. BrandsEye operates in real-time so it provides you with an early warning system which will minimize the risk of damage to your brand.
ORM tools search the web to find relevant mentions of your brand. With Twitter search you can monitor your brand by searching for what is being said about it on Twitter in real-time. Also, subscribe to the RSS feed that accompanies the results. Twitter search is one of many free social media monitoring tools you can use to keep an eye on what’s being said about you brand. Other free social media monitoring tools include Backtype which monitors blog comments; BoardReader which monitors forums and message boards; and Facebook Lexicon which monitors Facebook chatter.
Here are some more links on Online Reputation Management:
Yolandi Janse van Rensburg writes about social media, marketing, life and, of course, cars. We say “of course” because Yolandi is nuts about anything on 4 wheels and runs Autofemme, a blog about cars. Our Ideate sub-editor is also the Heavy Chef girl at World Wide Creative. You can follow her on Twitter @Yolandi_JvR View more articles by Yolandi Janse van Rensburg.
Tags: Business Lingo, Online Reputation Management, ORM
Tim
Nov 10th, 2009
Hi Yolandi,
Great post and many thanks for including BrandsEye.
BrandsEye has been updated to change the way we do things slightly. It’s now a 4 stage process:
- Monitor: Monitor the conversation, find all the conversations and use this as the basis of all further steps.
- Measure: Use your ORM tool to measure campaign/marketing/comms successes and provide a means of benchmarking them
- Manage: Engage with the conversation or respond with a tactical campaign to communicate with your public
- Maximise: Identify what works and what your publics do/don’t want then modify both your strategy and tactical implementation to maximise value in both the short and long-term.
Thanks again and looking forward to seeing how ORM grows!
Tim
@timshier
@brandseye
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